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2016

FLAVOR INSIGHT REPORT

LEMONGRASSBy the Numbers

From bone broth to sorbet, flavored water to salmon burgers, lemongrass might be one of the most uniquely versatile flavors around. We’re seeing that more and more, this lemony, delicate flavor is outgrowing its traditional roots in Thai and Vietnamese dishes.

Lemongrass is derived from a long, thin herb with gray-green leaves and a woody scallion-like base. The white base of this plant is the part that is used for consumption and can be purchased fresh or dried and powdered. It is most commonly used to flavor tea, sauces, soups and curry dishes, but lately is appearing in some innovative places.

Let’s take a look at the various forms of lemongrass on the menu, in social media, and in new products.

There are several mentions of lemongrass in social media. Here are some of the highlights.

• A broad view of social media and blog mentions shows 15,000 posts with mentions of lemongrass in November 2016 alone.

• While browsing through Pinterest, lemongrass pins were spotted with creative food and beverage recipes. Such pins include lemongrass cilantro chicken, turmeric butter chicken and lemongrass coconut rice and ginger lemongrass iced tea.

• A quick Twitter search turned up many tweets mentioning lemongrass including The Ritz-Carlton with a refreshing pineapple and lemongrass daiquiri, @foodpot with seared scallops and lemongrass cream sauce, and @thekitchn with lemongrass-ginger salmon burgers.

• On Food.com, 1,349 recipes pop up when you search for lemongrass. Recipes include sweet potato and lemongrass soup, caramelized lemongrass chicken thighs, and lastly a lemongrass gin and tonic.

We are also spotting lemongrass in print publications. Here are some of the highlights.

• A June 2016 article in the New York Times showcased a recipe for grilled whole fish with lemongrass chilies and coconut. The lemongrass flavor adds an exciting, new taste to the fish.

• In summer 2016, the Hamilton Spectator highlighted alternative uses for lemongrass beyond being a delicious addition to any meal. They suggest adding it to citronella, clove and rosemary oils to provide a very effective all natural mosquito repellent.

Lemongrass Spotlight

Pinterest. Ginger Lemongrass Iced Tea

Pinterest. Lemongrass-Ginger Salmon Burgers

Lemongrass on the MenuQ3 2009-Q3 2015

• Thai Lemongrass Sea Bass or Red Snapper, Grand China

• Lemongrass Seared Tuna, Norman’s

• Tangy Seafood and Lemongrass Soup, Anzu

• Lemongrass Chicken Salad, P.F. Chang’s China Bistro

• Lemongrass Cheesecake with Black Sesame Genoise, Oceana

309MENTIONS

FINEDINING

TOP RESTAURANT SEGMENT

Lemongrass on the Menu: Top Menu Sections

Thai’s the LimitGina Chersevani at PS7s in Washington, D.C., combines the flavors of coconut, lemongrass and Thai chili peppers with gin and ginger liqueur to create her Thai’s the Limit cocktail.

Chersevani also created several drinks with names that play on her city’s political roots, including the “Yes We Can”ton, featuring Cava, Domaine de Canton ginger liqueur and pineapple, and the Situation Rum, with rum, hibiscus tea and orange liqueur.

She also tries to create drinks guests will enjoy, and she eagerly accepts the challenge of creating new drinks. The Phony Negroni came about, for example, when a customer who asked for a drink without gin. In response, Chersevani combined orange-flavored vodka with campari, ginger and vermouth. She called it a “phony Negroni,” and when other customers began asking for the drink, it wound up becoming a featured cocktail.

Source: Mintel & Nation’s Restaurant News

Source: Mintel Menu Insights

0 20 40 60 80 100

Dessert

Beverage

Entree

Appetizer

Cheese

Salad

Soups

Lemongrass Global New Product Introductions Products of Note

805NEW PRODUCTS

Strawberry & Lemongrass Energy Drink, Germany

Thai Sauce with Green Curry Coconut Milk and

Lemongrass, France

Lemongrass and Chili Cauliflower Rice, UK

Naturland Fruit Tea with Pear and Lemongrass, Hungary

7.96%

Lemongrass New Product Introductions, Global 2009-2015

Lemongrass New Product Introductions, Global 2009-2015 by Top Sub-Category

Source: Mintel GNPD

Sun-Ripened Olives in a Crunchy Chili and Lemongrass

Coating, Switzerland

0

50

100

150

200

250

2009 2010 2011 2012 2013 2014 2015

Middle East & Africa

North America

Latin America

Asia Pacific

Europe46.83%7.45%

5.09%

2.98%

2.73%

2.61%

2.24% 1.74% 1.61% 1.37%

Tea

Cooking Sauces

RTD (Iced) Tea

Flavored Water

Dressings & Vinegar

Carbonated Soft Drinks

Nectars

Beer

Beverage Mixes

Energy Drinks

Lemongrass North America New Product Introductions Products of Note

84NEW PRODUCTS

Dipperz Lemongrass Chili Flavored Broccoli, Cauliflower

& Carrot Crunchies

Pacific Organic Chicken Bone Broth with

Lemongrass

Lemongrass Mint Vanilla Flavored Water

Savoy Sorbet Ginger Lemongrass Sorbet

Lemongrass New Product Introductions, North America 2009-2015

Lemongrass New Product Introductions, North America 2009-2015 by Top Sub-Category

Source: Mintel GNPD

0

2

4

6

8

10

12

14

16

18

2009 2010 2011 2012 2013 2014 2015

30.95%

10.71%

9.52%

7.14%

4.76%

3.57%

2.38%2.38%

2.38%2.38% Tea

Cooking Sauces

RTD (Iced) Tea

Beer

Flavored Water

Meal Replacements & OtherDrinksCarbonated Soft Drinks

Beverage Mixes

Nuts

Wet Soup

SOURCES:

Mintel GNPD

Mintel Menu Insights

The New York Times

Hamilton Spectator

Pinterest

Twitter

Food.com

SocialStudio

FONA CAN HELP!Let FONA’s market insight and research experts translate these trends into product category ideas for your brand. They can help you with concept and flavor pipeline development, ideation, consumer studies and white space analysis to pinpoint opportunities in the market.

Our flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. We understand how to mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here every step of the way.

Contact our Sales Service Department at 630.578.8600 to request a flavor sample or visit www.fona.com.